We’ve just used our PRINT™ measurement system to rank the UK’s top 10 supermarket groups and look at the relationship between their social media performance and sales.
This three month study, How ‘social’ is your supermarket?, shows that the social media performance of the UK’s top supermarket groups is highly variable. Some brands punch about their weight, others below. One or two aren’t even in the ring….
Does this matter? It certainly looks like it. Social media scores, as measured by PRINT™, correlate statistically very closely with sales and market share. But size isn’t everything. Tesco, for example, despite being the clear market leader, ranks third in social media performance – and this dropped from January to February
Our research also shows that changes in some aspects of social media performance – those most closely associated with active engagement – correlate closely with changes in sales and market share in subsequent months. It is too early to declare that PRINT™ can predict sales but this is a very interesting correlation and one we’ll be following up.
Our study was completely quantitative based on publicly available data and we deliberately did not speak to any of the chains – so their strategies and the rationales for them are unclear. What is clear is that some UK supermarkets believe that social media effectiveness helps provide a competitive edge and are executing well. Others may agree but, it seems, have a long way to go.
Glenton Malvyn Apr 27 , 2012 at 7:38 am /
Yes, Social media can measure supermarket sale and increase growth
because each people in touch of social media.
Supermarket Sales and Merchandising